We conducted an SMM audit and realized that there are three main problems in the customer’s social networks.
- Anonymized content is purely informational publications that do not work for engagement.
- Low influx of new subscribers. People entered communities, but did not subscribe or return to them.
- Too narrow audience: most of the subscribers were men 25-35 years old.
To solve the problems, we began to work on an SMM strategy: we formulated in detail the promotion goals and KPIs.
We worked out a detailed work plan for six months.
- We identified the most effective platforms: Instagram, Facebook, Odnoklassniki, VKontakte.
- Developed a promotion concept.
- Adjusted the Tone-of-Voice.
- Developed a feedback processing system.
- Made up a content matrix and a rubricator.
- We have worked out the media plan for six months.
We chose a new target audience: men and women 35–45 years old, they are often agents of influence in society, they are solvent and are available for communication in social networks. The triggers and pains of the target audience were determined.
To increase engagement on Instagram and Facebook, we introduced categories and a tagging system.
We diluted posts about promotions and company news with a variety of near-topic posts: # DL_Your Opinion.
Categories and tags helped to better track the effectiveness of the promotion.
We made sure that the publications were emotional and catchy. Surveys helped to tap into target audience triggers — people started to feel like they were interested in their opinion.
For Instagram, they launched separate activities in stories: gamification was a trend.
Attention game and Catch the Car game:
Developed an individual design for point news feeds.
Motor rally «Friendship Road»:
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And no bots — just an active, engaged audience.
We decided to conduct polls on VKontakte to increase the level of audience engagement.
We included polls in situational engaging posts.
In combination with the promotion of the publication, in the first month of work, it was possible to increase the activity of the audience, even despite the closed comments in the group.
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We decided to use the group in Odnoklassniki along with other social networks.
During our work, we have increased the number of subscribers 25 times by publishing engaging content and its monthly promotion with small budgets.
- We increased the total number of subscribers on four social networks by an average of 1 704 subscribers per month, taking into account unsubscriptions.
- Average monthly coverage: 643,284 people.
- On average, monthly publications received 3,933 reactions.